The marketing department’s influence has diminished and marketing has less influence on strategic decisions. Marketing is placed mainly in a tactical, executive role. More marketing activities take place outside the conventional marketing department. Reasons for all that are the marketing department’s disappointing performance, lack of accountability and inadequate measurement; the mutual lack of understanding between marketeers and non-marketeers about the meaning, content and scope of marketing; and the inability of marketeers to coordinate the implementation of their plans. The disintegration of marketing can be balanced by small, highly specialized and well educated marketing centres of excellence, which monitor and stimulate market orientation, which direct all dispersed marketing activities, focusing on long-term strategic issues, such as branding, customer loyalty, and innovation. This requires marketeers to understand more about the challenges of organizational change.
| Published in | International Journal of Economics, Finance and Management Sciences (Volume 1, Issue 3) |
| DOI | 10.11648/j.ijefm.20130103.13 |
| Page(s) | 145-150 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2013. Published by Science Publishing Group |
Marketing Organisation, Marketing Implementation, Marketing Planning
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APA Style
John M. D. Koster. (2013). On the Changing Role of Marketing within the Firm. International Journal of Economics, Finance and Management Sciences, 1(3), 145-150. https://doi.org/10.11648/j.ijefm.20130103.13
ACS Style
John M. D. Koster. On the Changing Role of Marketing within the Firm. Int. J. Econ. Finance Manag. Sci. 2013, 1(3), 145-150. doi: 10.11648/j.ijefm.20130103.13
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Download@article{10.11648/j.ijefm.20130103.13,
author = {John M. D. Koster},
title = {On the Changing Role of Marketing within the Firm},
journal = {International Journal of Economics, Finance and Management Sciences},
volume = {1},
number = {3},
pages = {145-150},
doi = {10.11648/j.ijefm.20130103.13},
url = {https://doi.org/10.11648/j.ijefm.20130103.13},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijefm.20130103.13},
abstract = {The marketing department’s influence has diminished and marketing has less influence on strategic decisions. Marketing is placed mainly in a tactical, executive role. More marketing activities take place outside the conventional marketing department. Reasons for all that are the marketing department’s disappointing performance, lack of accountability and inadequate measurement; the mutual lack of understanding between marketeers and non-marketeers about the meaning, content and scope of marketing; and the inability of marketeers to coordinate the implementation of their plans. The disintegration of marketing can be balanced by small, highly specialized and well educated marketing centres of excellence, which monitor and stimulate market orientation, which direct all dispersed marketing activities, focusing on long-term strategic issues, such as branding, customer loyalty, and innovation. This requires marketeers to understand more about the challenges of organizational change.},
year = {2013}
}
TY - JOUR T1 - On the Changing Role of Marketing within the Firm AU - John M. D. Koster Y1 - 2013/07/10 PY - 2013 N1 - https://doi.org/10.11648/j.ijefm.20130103.13 DO - 10.11648/j.ijefm.20130103.13 T2 - International Journal of Economics, Finance and Management Sciences JF - International Journal of Economics, Finance and Management Sciences JO - International Journal of Economics, Finance and Management Sciences SP - 145 EP - 150 PB - Science Publishing Group SN - 2326-9561 UR - https://doi.org/10.11648/j.ijefm.20130103.13 AB - The marketing department’s influence has diminished and marketing has less influence on strategic decisions. Marketing is placed mainly in a tactical, executive role. More marketing activities take place outside the conventional marketing department. Reasons for all that are the marketing department’s disappointing performance, lack of accountability and inadequate measurement; the mutual lack of understanding between marketeers and non-marketeers about the meaning, content and scope of marketing; and the inability of marketeers to coordinate the implementation of their plans. The disintegration of marketing can be balanced by small, highly specialized and well educated marketing centres of excellence, which monitor and stimulate market orientation, which direct all dispersed marketing activities, focusing on long-term strategic issues, such as branding, customer loyalty, and innovation. This requires marketeers to understand more about the challenges of organizational change. VL - 1 IS - 3 ER -
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